The Campaign

We came up with the idea of Shramdaan Divas wherein members of Fevicol Champions Club’s (FCC), a club for the carpenters founded by Fevicol, will donate a day's labour, once in a year, to mend and repair furniture at orphanages, destitute-shelters and old-age homes. It works towards the welfare of the woodworking community. Our concept of positioning carpenters as donors stemmed from the conviction that society, which has always attached great respect to acts of philanthropy, will honour the ‘dignity of labour’ put by the carpenters. This would benefit carpenters by earning respect from society and increase in self-esteem and this exercise will provide much-needed succor to the poor and uncared at shelters that perennially suffered from shortage of funds. We were convinced that this exercise would restore dignity to the Vishwakarma community and simultaneously endear Pidilite to carpenters and the masses at large.

Execution

Under the media outreach programme, we conducted the following exercises: • Tied up with Red FM, a popular radio channel for their show ‘Bajao for a cause’ • Translated all important press releases into 8 languages • Issued press releases to regional media publications across 13 cities • Conducted media visits to orphanages, destitute-shelters and old-age homes – showcasing the carpenters’ efforts • Amplified the exercise through posts in social media platforms such as Facebook, Instagram and Twitter, and also by engaging social media bloggers Under non-media, we implemented the following: Organised awareness campaigns at primary FCC chapters to encourage participation among Vishwakarmas. Fevicol donated all the raw materials needed for the repair work

* Number of participating carpenters at Shram Daan Divas: 42,000 • Number of cities covered: 320, including Tier I (Mumbai, Delhi, Kolkata, Hyderabad, Chennai, Bengaluru, Pune, and Chandigarh), Tier II (Lucknow, Cuttack, Patna, Bhubaneshwar, Rajkot and Ambala) & Tier III cities (Bhagalpur, Ranchi, and Behrampur) • Beneficiaries: 800 organisations, including government schools, old-age homes and organisations, which work with children with special needs. Notably, the initiative brought happiness and comfort to 60,000 children Coverage in 75 media including leading newspapers such as Dainik Jagran, Hindustan, Navbharat Times, Eenadu and Sakshi; the event generated an ad value of INR 6.7 million (USD 99,000), 30 million opportunities-to-see (OTS) and 3.5 million listens on radio. Social media • Total Impressions: 11.56 million • More than 2000 tweets • 287 contributors • 1000 were ReTweets • Facebook Reach: 7483 (All organic): 8 Videos & Images • Instagram: 15 posts, 313 favourites

The Situation

- The work led by PR contributed in strengthening ties between the client and one of its important stakeholder - PR helped significantly enhancing brand value for the client

The Strategy

We realised early on that the success of this initiative – to bring dignity into the lives of Vishwakarmas – will depend on the magnitude of the programme. Therefore, we focused on creative solutions that would bring in scale. Media: Our research had revealed that many carpenters listen to FM radio channels to escape the monotony of their work. Therefore, we decided to co-opt at least one popular FM radio channel towards sensitising the carpenter community. Also, given the country’s inherently diverse and linguistically varied landscape, we realised the carpenter community can be best reached through the regional media. Accordingly, it was decided to translate all important press communication in the major languages. These apart, separate teams were given the responsibility to reach out to regional media publications across state capitals and important media centres. Non-media - Identifying and reaching out to beneficiary institutes